Taco Bell and Lil Nas X have joined forces to follow up the famed rapper's iconic 'Montero' music video with a new release that pays homage to his pre-fame self, when he worked at an Atlanta-area Taco Bell. The 'Sun Goes Down' music video shows Lil Nas X looking back into his past, with portions of the video taking place within an Anaheim Taco Bell location. A current Taco Bell employee also features in the video, who works alongside the rapper behind the restaurant counter.
Jennifer Frommer, SVP of Brand Partnerships & Commercial Licensing at Sony Music spoke to the partnership, explaining "When the Lil Nas X team came to me with Nas’ vision for his latest single, ‘Sun Goes Down,’ we knew we had to engage with Taco Bell immediately. It’s extremely rare when an artist and a brand can connect on such an authentic, deep level as Nas had worked at Taco Bell as a teen."
Image Credit: Twitter @TacoBell
Why This Trend Is Growing
- Brand-artist Collaborations
- Collaborations between brands and artists are producing nostalgic, viral content that resonates with fans and fuels brands' reach.
- Nostalgia Marketing
- Brands are tapping into consumers' sense of nostalgia to create emotional connections and drive sales through nostalgic-themed partnerships.
- Employee-centric Content
- Producing content featuring current and former employees can evoke nostalgia, authenticity, and loyalty among customers and employees alike.
Industries Being Reshaped
- Food and Beverage
- Food and beverage companies can leverage musician partnerships and nostalgia marketing to create viral, relatable content that drives sales and loyalty.
- Music and Entertainment
- Music and entertainment companies can collaborate with brands to create engaging content that resonates with fans, expands their reach, and provides revenue streams beyond album sales or streaming.
- Advertising
- Advertising firms can leverage nostalgia marketing and employee-centric content to create memorable, shareable ads that foster emotional connections between brands and consumers.
